Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Vol. 6 No. 9 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah

Efektivitas Event Marketing PT. Bintang Sayap Utama Dalam Meningkatkan Brand Awareness Rokok Red Bold di Banjarmasin

Afra Zainab Putri (Unknown)
RR. Siti Munawaroh (Unknown)
Lydia Geonadhi (Unknown)
Ibrahim Daud (Unknown)

Article Info

Publish Date
02 Sep 2024

Abstract

This study aims to test and find out the effectiveness of event marketing in increasing brand awareness of Red Bold cigarettes at PT. Bintang Sayap Utama. The analysis was carried out by sampling techniques through observation and interviews. The resource persons in this study amounted to 11 people, 2 speakers from the company, and 9 direct speakers from the community. The stages of data analysis techniques are researched, namely data reduction, data presentation, and conclusions. The results showed that the ineffectiveness of PT. Bintang Sayap Utama in increasing brand awareness of Red Bold cigarettes in Banjarmasin, but has one of the advantages, namely the increase in sales volume after holding an event.

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Journal Info
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Website

Abbrev

alkharaj

Publisher

Institut Agama Islam Nasional Laa Roiba Bogor

Subject

Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

Description

Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah is a scientific journal published by Pusat Riset dan Kebijakan Strategis PRKS) of  Institut Agama Islam Nasional (IAI-N) Laa Roiba Bogor in collaboration with Masyarakat Ekonomi Syariah (MES) and Intelectual Association for Islamic Studies ...